What Yunji does

Yunji Inc. is a Hangzhou, China-based membership-based social e-commerce platform founded in May 2015 by Shanglue Xiao and listed on NASDAQ under ticker YJ since May 2019 — the first Chinese membership e-commerce company to list on a US exchange. The platform operates an S2B2C (Supplier-to-Business-to-Consumer) model in which millions of individual member store owners, predominantly Chinese women and mothers, share and sell products via the WeChat ecosystem (mini-program and Moments) and the Yunji mobile app to end consumers. Members extend their free annual membership by meeting a cumulative spending threshold and earn commissions on sales; approximately 80% of platform products are offered at wholesale prices.

The technology stack is built around a proprietary 'Shenzhou System' order-processing and logistics engine (handling more than 12 million orders per day at claimed peak), a 'Smart Shipping System' covering suppliers, collection warehouses, and pre-stored warehouses with a 99.93% cargo-intactness rate, and a Cloud Service System (commodity cloud + service cloud) hosted on AliCloud, capable of operating with 1-4 operations staff during peak sales events. AI and big data are used for product recommendations, demand forecasting, and member personalization, while curation is held to approximately 4,000 SKUs under a 'Quality 500' / 'Three 500s' supply-chain strategy.

Revenue is generated from merchandise sales of proprietary private label brands (Solo Life skincare, Baiyueshan health food, Li Ba Tian food, plus additional brands Yumei, Yuan Sheng Huang, Jia De Yi Yi, Suye, Bili), marketplace commissions from third-party sellers (net-basis recognition since the 2019 marketplace launch), membership fees (reintroduced as paid in Q2 2021 after a freemium window), and ancillary streams including logistics and advertising. Distribution runs through the Yunji App, WeChat mini-program, and a network of more than 20 logistics partners (SF Express, Yunda, JD Logistics, EMS, Best Express) supported by 40 private warehouses and 600 jointly operated warehouses. The company is mid-pivot, with FY2025 revenue at RMB 317 million (US$45.33 million, down 24% YoY) as the third-party marketplace is intentionally scaled back in favor of higher-margin private label distribution; FY2025 net loss was RMB 133.3 million though H2 2025 loss narrowed sharply.

Name

Yunji

Legal name

Yunji Sharing Technology Co., Ltd.

Website

https://yunjiglobal.com

Company type

Public

Founded year

2015

Operating status

Operating

Headcount range

101–250 employees

Short description

Yunji is a Hangzhou-based membership social e-commerce platform operating an S2B2C model, enabling millions of individual members (predominantly Chinese mothers) to buy products at wholesale prices and resell via WeChat, supplemented by proprietary private-label brands and an AliCloud-hosted marketplace.

Ownership category

akta.pro rank

Product category

Social E-commerce Platform

NAICS

General Merchandise Retailers (455)

SIC

Retail-Catalog & Mail-Order Houses (5961)

akta.pro primary industry

Cross-border Marketplaces (Multi-seller) (CRAFAJAA)

Keywords

• Social e-commerce
• Membership commerce
• Private label brands
• S2B2C platform
• Online marketplace

Headquarters

HQ city

Hangzhou

HQ country

China

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Merchandise Sales (Private Label): Revenue from sales of Yunji's own private label products (Solo Life, Baiyueshan, Li Ba Tian, etc.) across beauty, health, and household categories. This is the primary revenue stream following the company's strategic shift toward private label and organic healthy living products.
2. Marketplace Commission: Commission revenue generated from third-party merchants selling on Yunji's marketplace platform. The marketplace model launched in Q1 2019 and recognizes revenue on a net basis. Commission rates have been increasing over time.
3. Membership Program: Revenue from membership fees. Starting January 2020, the company allowed free membership for one year upon registration, with renewal based on meeting spending thresholds. Paid membership was reintroduced in Q2 2021 after discontinuing free membership in April 2021.
4. Other Revenues: Includes logistics service fees, advertising, and other ancillary revenues.

Pricing tiers

Distribution channels3 records

Marketing channels6 records

Core offering

Yunji operates a membership-based social e-commerce platform in China using an S2B2C (Supplier-to-Business-to-Consumer) model. The platform enables individual member store owners to promote and sell curated products to end consumers primarily through the WeChat social network at wholesale prices. Yunji generates revenue through direct merchandise sales of its own private label brands (Solo Life, Baiyueshan, Li Ba Tian), marketplace commissions from third-party merchants, and membership program fees.

Product overview

Yunji is a membership-based social e-commerce platform operating as a unified mobile commerce ecosystem. The platform centers on the Yunji App as the core product, supported by the Yunji 99 special sales portal and Yunji Marketplace for third-party merchants. Yunji has developed multiple private label brands including Solo Life (skincare), Li Ba Tian (food), and Baiyueshan (health food), along with brands like Yumei, Yuan Sheng Huang, Jia De Yi Yi, Suye, and Bili. The platform offers specialized sub-products such as the Food Group for culinary items and features marketing programs like Super Brand Day. Yunji's business model combines S2B2C social commerce with private label products and a cloud service system providing infrastructure support to members.

Differentiator

Problem solved

Functional benefit

Brands

• Solo Life: Private label skincare brand launched in 2010, incubated on the Yunji platform. Celebrated 11th anniversary in July 2021. Key products include SOLO LIFE mask pack and Solo Life Peptide.
• 尤妮美 (Youmei)
• 原生黄 (Yuansheng Huang)
• Li Ba Tian
• Baiyueshan
• 家的意义
• 素野
• 彼丽
• Xiaoyunji

Products and services

• Yunji App Mobile commerce platform providing membership-based social e-commerce services, enabling members to purchase curated lifestyle products across beauty, health, household, and other categories at wholesale prices. Available for iPhone and Android.
• Yunji Marketplace Third-party merchant marketplace allowing external brands and merchants to sell products on Yunji's platform and pay commissions on their sales. Commission rates have been increasing over time and revenue is recognized on a net basis.
• Solo Life (素野) Private Label Skincare Brand Yunji's premier private label skincare brand offering high-quality skincare products through the membership e-commerce model, covering masks, peptides, and other cosmetic items.
• Li Ba Tian (李霸天) Private Label Food Brand Yunji's first private label food brand launched in response to rising user demand for high-quality food products.
• Baiyueshan (百悦山) Private Label Health Food Brand Yunji's high-end private label health food brand that has become a megahit product on the platform.
• Private Label Brands Portfolio (Yumei, Yuan Sheng Huang, Jia De Yi Yi, Bili) Yunji's portfolio of private label brands including Yumei (尤妮美), Yuan Sheng Huang (原生黄), Jia De Yi Yi (家的意义), and Bili (彼丽) covering cosmetics, supplements, and daily products.
• Food Group (美食团) Social Retail Product Specialized social retail product focusing on food categories, with professional team leaders selling premium food items. All products are shipped nationally with platform handling logistics and customer service.

Quantifiable outcome

• Net loss narrowed to RMB 32.6 million in H2 2025 from RMB 115.1 million in H2 2024, a significant improvement driven by disciplined cost management.
• +4 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

18 partnerships are on record, tiered core and minor.

• Douyin (抖音)coreStrategic or Co-development Partner · 24 November 2020Yunji signed a cooperative framework agreement with Douyin's e-commerce business. Yunji generated 87.5 million RMB in GMV during its live streaming debut on the Douyin platform in September 2020, demonstrating strong demand for Yunji's e-commerce solutions.
• AliCloud (阿里巴巴云)coreTechnology or Integration · 10 May 2018Yunji built its cloud service system ('commodity cloud + service cloud') on Alibaba Cloud infrastructure. AliCloud provides customized cloud solutions for Yunji's platform, including logistics, warehousing, services, and databases. The partnership enabled Yunji to operate with as few as 1-4 operations staff during peak traffic events (Single's Day sales exceeding RMB 1 billion). The companies have been co-developing for three years, with Yunji using up to 9,000 AliCloud servers during peak events.
• Danone (达能)coreStrategic or Co-development Partner · 10 May 2018Danone signed a strategic cooperation agreement with Yunji in 2018. Danone's Early Life Nutrition Division (including Aptamil and Nutrilon milk powder brands) achieved sales of 12 million RMB within half a day of launching on Yunji's platform. Danone represents one of over 100 brands that formed strategic partnerships with Yunji.
• Johnson & Johnson (强生)coreStrategic or Co-development Partner · 10 May 2018Johnson & Johnson was among the nearly 30 initial brands that formed strategic partnerships with Yunji to create a strong supply chain, with cross-border purchase agreements and product listing collaborations.
• L'Oreal (欧莱雅)coreStrategic or Co-development Partner · 10 May 2018L'Oreal was among the nearly 30 initial brands that formed strategic partnerships with Yunji. Part of the 'Three 500s' strategy to select 500 major brands, 500 innovative brands, and 500 credible factories.
• Nestle (雀巢)coreStrategic or Co-development Partner · 10 May 2018At CIIE 2018, Yunji signed cross-border purchase agreements worth RMB 5 billion with Nestle and other international brands. Nestle's Cross-Border E-commerce Division COO and CFO Patrick Bornand noted that Yuji is a leading social e-commerce platform and praised the energy of Yunji's opinion leaders and members.
• LGcoreStrategic or Co-development Partner · 10 May 2018LG signed cross-border purchase agreements at CIIE 2018 as part of the RMB 5 billion agreements. Also part of the broader strategic brand partnership ecosystem with over 100 brands joining Yunji's supply chain strategy.
• Nittaya (自然之路)coreStrategic or Co-development Partner · 10 May 2018Nittaya was one of the brands that signed RMB 5 billion cross-border purchase agreements with Yunji at CIIE 2018. The brand is known for latex pillows, which became a top-selling category on Yunji with up to 20,000 units sold in a single day.
• BlackmoresminorStrategic or Co-development Partner · 10 May 2018Blackmores signed cross-border purchase agreements with Yunji at CIIE 2018 as part of the RMB 5 billion total agreements.
• MedihealminorStrategic or Co-development Partner · 10 May 2018Mediheal signed cross-border purchase agreements with Yunji at CIIE 2018 as part of the RMB 5 billion total agreements.
• SF Express (顺丰速运)coreTechnology or Integration · 10 May 2018SF Express is one of over 20 logistics service providers that signed strategic cooperation agreements with Yunji to comprehensively upgrade its smart logistics system. The logistics partnership enables nationwide delivery including remote areas.
• JD Logistics (京东物流)coreTechnology or Integration · 10 May 2018JD Logistics is one of over 20 logistics partners that signed strategic cooperation agreements with Yunji. Part of the smart shipping system covering all of China.
• Luolai Home Textiles (罗莱生活)minorStrategic or Co-development Partner · 10 May 2018Luolai Home Textiles achieved sales of over 12 million RMB with 25 SKUs within 12 hours during a Yunji Super Brand Day event. The partnership demonstrates Yunji's ability to generate rapid sales for brands through its social commerce model.
• Greeneat / Tong Ren Tang / Hu Qing Yu Tang / Wu Fang ZhaiminorStrategic or Co-development Partner · 10 May 2018Part of the 100+ brands that signed strategic agreements with Yunji, including traditional Chinese brands like Tong Ren Tang and Wu Fang Zhai alongside innovative brands, as part of Yunji's 'Three 500s' strategy.
• DeloitteminorStrategic or Co-development Partner · 10 May 2018Deloitte recognized Yunji with the 'China Rising Star 2018' award as part of the Deloitte China Technology Fast 50 program, positioning Yunji as an industry thought leader alongside companies like Alibaba, Tencent, and Baidu.
• Health & Happiness (H&H) Group / SwissecoreStrategic or Co-development Partner · 21 March 2018Swisse achieved 6 million RMB in sales within 6 hours during its first Super Brand Day on Yunji in January 2018. The partnership generated the '2017 Outstanding Partner Award' for Yunji. Swisse also became the first brand for Yunji's Super Brand Day program, with both companies planning deeper cooperation including exclusive 'Yunji Edition' products.
• Zhejiang University (浙江大学)minorStrategic or Co-development Partner · 21 March 2018Yunji launched the '1000 Talents Scheme' for rural revitalization with Zhejiang University in March 2018, investing 100 million yuan to cultivate new farmers and promote agricultural development. Yunji also donated 10 million yuan to Zhejiang University for research in social retail industry.
• ICR, Inc. (Investor Relations)minorOthersYunji engages ICR, Inc. for investor relations and media relations support. Contact: [email protected], [email protected], Phone: +1-646-224-6957 / +1-646-224-6971.

Scale indicators10 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Pinduoduo (PDD Holdings): Pinduoduo pioneered group-buying social commerce in China and is Yunji's most direct competitor. Both target price-sensitive Chinese consumers via social/sharing mechanics, though Pinduoduo operates at vastly larger scale as a public company.
• Vipshop Holdings: Vipshop is a Chinese discount e-commerce platform selling branded goods at deep discounts. It shares Yunji's emphasis on curated products at attractive prices and serves a similar middle-market Chinese consumer base.
• Mogu Inc. Mogu is a NASDAQ-listed Chinese online fashion and lifestyle retailer using social commerce and livestreaming. It shares Yunji's investor base profile (US-listed small-cap Chinese e-commerce) and comparable category focus on beauty/fashion.
• Beidian: Beidian operates an S2B2C membership-based social e-commerce platform nearly identical in model to Yunji, selling curated consumer goods through member store owners. It is among the closest analogue competitors in China's social commerce space.
• Xiaohongshu (RED): Xiaohongshu is a social commerce platform with strong appeal to the same female/mom demographic Yunji targets. Both blend content-driven discovery with e-commerce, though Xiaohongshu leans into UGC content while Yunji relies on store owner sharing.

Broad incumbents

• JD.com: JD.com is a broad Chinese e-commerce incumbent and one of Yunji's logistics partners. It competes for the same end consumer demand but with full-stack direct retail rather than social distribution.
• Alibaba (Taobao / Tmall): Alibaba's Taobao and Tmall dominate Chinese e-commerce broadly. While not a social commerce pure-play, its scale, marketplace infrastructure, and cross-border import platform (Tmall Global) directly overlap with Yunji's marketplace and cross-border business.
• Douyin E-commerce (ByteDance): Douyin's integrated e-commerce is a fast-growing livestream-driven social commerce channel that overlaps with Yunji's livestream initiatives and target female consumer base. Yunji already partners with Douyin for distribution.

Emerging players

• Weimob: Weimob is a Hong Kong-listed SaaS provider enabling SMB merchants to operate social commerce stores on WeChat. It is comparable as an enabling layer for the same S2B2C / WeChat social commerce ecosystem Yunji operates within.
• Duoduo Grocery (Duoduoyou): Duoduo Grocery is PDD's group-buying community e-commerce platform, with similar S2B2C dynamics (community leaders distributing to consumers). It represents the same lower-tier-city social retail penetration strategy Yunji pursues but backed by PDD's massive scale.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Yunji